I just finished Seth Goodin's, Purple Cow: Transform Your Business by Being Remarkable.  While the writer has some good concepts but the book often seems to be more of a personal vendetta against the TV advertising market than a solid look at the whys and hows.  The core concepts of building remarkable products that have a focused product segment/message is somewhat common sense and not a lot different from Trout and Ries original positioning treatise.  The idea of "sneezers" and viral spread of your message is well stated but would fit in a magazine article.  It could have been carried out with more concrete steps and by taking a better look at market segmentation.  Youngme Moon has a great HBR article in the May issue that leverages off of Christensen's work on the Innovator's Dilema. 
This is a quick read, there are some good bits it is just a bit lacking in rigor and in its desire to be edgy and over the top a bit to trite.  In one section he praises Crispy Creme as a purple cow creating remarkable donoughts that have "infected sneezers" that are passionate about doughnuts.  Later he talks about vanilla ice-cream and how you could never stand out with Vanilla.  Crispy Creme built its reputation on basic glazed, raised doughnuts...pretty much the vanilla of doughnuts.  Rather than exploring this as a how does Crispy Creme make "vanilla" exciting the book really just talks about how you can see the "sneezer" affect as any new store opens.  Of course we have also been able to see a bit of the fad nature of food as people are pulling back from evil carbohydrates.  Unlike what the book says, people have made the bagel a remarkable word of mouth item.  Thus you get the feeling in the book that if you have paid the author to consult with your company you are a remarkable company...but if you haven't your market just might not be capable of achieving something special.